The brand constitutes an essential element in distinguishing the establishment and its products, especially in light of technological development and the increased reliance on visual elements in marketing. The study aimed to achieve several results and recommendations, the most important of which is the need for the relevant authorities in the country to play their role in increasing the awareness of the business community about everything related to the role of artificial intelligence in completing business. As well as increasing awareness about the risks that are not obscured by the advantages of this technical progress, including those related to trademarks, their infringement, and their piracy using artificial intelligence. Increasing and consolidating cooperation between the concerned authorities and the security authorities in the country and its international counterpart (given that digital transactions are predominantly international in nature). With regard to raising electronic monitoring to levels approaching the progress achieved by artificial intelligence in detecting trademark infringement in the digital environment on the one hand. On the other hand, work to develop technologies and tools specialized in detecting counterfeit trademarks, which would enhance and support the commercial and investment business system in the country.